Social Media Case Study: DLF Place Fight Against the Social Cause with a Facebook Campaign
One Mall that answers all the prayers of the urban
denizens, bringing together a sterling shopping
experience, a gourmet trail, an entertainment platform and
a fantasy land for children all under one illustrious roof:
DLF Place, Saket, the most successful and happening
place in South Delhi that packs all the punch.
The ultimate place to be in, DLF PLace, is situated in the
buzzing district of Saket in South Delhi and is emerging as
the first choice for discerning shoppers,
food aficionados, music lovers and movie buffs. A
complete experience DLF Place offers a great shopping
experience with the many acclaimed brands that it houses.
The mall is top on the list of food lovers who can choose
from a long list of popular fine diners.
With in-house DT cinema theatre screens & its sprawling
interiors, it takes the movie viewing experience to a new
level of refinement.
Diwali, The Festival of Lights usually comes with a lot of bang and card playing.
But this year we went a little off the board and started a fun-filled yet eco-friendly Campaign with
DLF Place Saket on FACEBOOK. We introduced a contest called ‘Be a Non-Pataka Celeb’.
This contest was generated to create awareness amongst the people towards the serious issues
faced during the festival in a more fun manner, and spreading the message, that saying NO to
crackers can actually be cool.
We had the following objectives in mind: Fight against the social cause of Child Labor, due to
the children employed in Cracker factories and
environmental cause of air and noise pollution.
Targeting to increase the brand equity of the existing
brand name to higher margins
Engagement and awareness of the causes to the Fans
and their involvement in the same
Increase in participation of people with the brand
name on various social media platforms
The contest ‘Be a Non Pataka Celeb’ showcased a completely new
concept, which got very well executed.
Fans were asked to upload their picture and select a pledge from
the pre-defined ones through the drop box.
Each photo submission was followed by customizing the playing
card, with the players face itself – The male participants got a king
card with their photo on it whereas the females got a Queen Card
with their photo.
Each personalized card is then allowed to be shared on various
social media platforms like Facebook (Invite you Friends), Twitter
We received a great response to the to this contest and a lot of
personalized cards were circulated all over Facebook as their Display
Landing Page for Non-Fans.
Step 2: Page 1 for Fans.
Landing Page for Fans
Form appears for the Fans
to fill and upload their pictures
and select their personal Pledge
A pop-up with three options
under the upload your
Options of upload:
Facebook, Computer and
A Pop-Up appeared after the Fan chose the mode & Uploaded their Picture.
The image got cropped in a circular form, to replace the face of the King/Queen Playing
cards, in the next step.
After submitting the entry, next page appeared wherein the personalized Playing Card with
their chosen Pledge appeared.
(Also with a download option, to put it up as their Fb Profile Picture)
People were given various options like sharing their pledge on their twitter with Hashtag
#IPledgeToBeANon-PatakaCeleb, share it on Instagram, Invite friends on Facebook and
Gallery view for Voting.
Gallery page was inclusive of various viewing options
1) Friends Participation
1) Most voted Entry
2) Recent entries
No. of increase in Page Likes in 20days
2500 approx. (Organic Totally)
Total No. of Entries
No. of maximum votes
This contest created a Fire also on twitter with all our participants sharing
their customized cards on their Twitter Accounts with Hash-tag
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